Reader's Digest Conducts an Annual Survey Across 18 Different European

Multiple Choice

Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of:

A) an anchored scale
B) an unanchored scale
C) a summated scale
D) a staple scale
E) a graphic intensity scale